Social media-imperative-for-marketers-scg-2010

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The Social Media ImperativeWhy Marketers Today Must Identify, Understand, Engage, and Support Their Key Communities Online

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Over 50% of the worlds population is under 30 years old

Stat 1, source: census.gov

- Roughly 52% (Source:http://www.census.gov/cgi-bin/broker)2

96% of Millennials have joined at least one major social network

Stat 1, source: Trendsspotting Blog, Millennials Conference

- Roughly 52% (Source:http://www.census.gov/cgi-bin/broker)- 96% of the under 30 crowd have joined a social network (Source: Grunwald Associates National Study Trendsspotting Blog|Millennials Conference)3

Years to Reach 50 million Users:

Stat 1,2,3, source: United Nations Cyberschoolbus Document | Stat 4, source: Facebook | Stat 5, source: AppleRadio 38 YearsTV 13 YearsInternet 4 YearsFacebook added >200 million users in 50% of mainstream news first emerges on blogs, Twitter, forums

Stat 1, source: Technorati,Wikipedia | Stat 2, source: SES Magazine June 8 page 24-25

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In 2010, Facebook surpassed Google for weekly traffic in the U.S.

Stat 1, source:Hitwise Intelligence Heather Dougherty

60 millions status updates happen on Facebook daily. Hitwise Intelligence Heather Dougherty3.5 billion pieces of content shared on Facebook each weekeConsultancyFacebook 635mill in ad revenue & $75 mill in giftsMar 2010InsideFacebookFacebook 25 million new members each monthFeb 2010Mashable

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Social Media Changes Peoples Real Behaviors, Habits, Actions

Stat 1, source: McKinsey Study | Stat 2, source Huffington Post| Stat3, source Wikipedia | Stat 4, source ViximoAug 09U.S. couples married in 2009: 1 in 8 met via social mediaSocial Media overtakes porn as the #1 activity on the Web$5.5 billion spent on virtual goods (casual & game worlds); even Facebook virtual Gifts make $70 million annually

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Traditional Media Increasingly Failing to Connect, Being OutwittedOnly 18% of TV campaigns generate positive ROIOnly 14% of consumers trust advertisements90% of people who can skip ads using TiVo, do

Stat 1,2 , source: Larry Web | Stat 3, source: Source: Starcom USA-TiVo

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Social Medias Impact90% of consumers trust peer recommendations

Stat 1, source: Nielsen | Stat 1, source: ClickZ Stats SES Magazine June 8 page 24-25| Stat 3, source: UN25% of search results for the Worlds Top 20 largest brands are links to user-generated contentLance Armstrong and ShaquilleO'Neal(combined) have more Twitter followers than the populations of Denmark, Finland, Norway or Panama.

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Community Engagement Programs, not Social Media Campaigns, Drive Customer Loyalty + Advocacy + Lifetime Value

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In Conclusion

Social Media Engagement is a Requirement for Leading Brands Today, not an Option. Therefore:

Learn where to focusCollaborate, dont dictateInform, dont influenceDefine Policies and Roles, and make them publicMeasure Engagement and Impact (+ ROI, *only if possible and useful*)Research, Plan, Engage, Assess, Optimize

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